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The Drinks Report’s ready-to-drink report: February

In its annual report earlier this year, the Distilled Spirits Council of the United States (DISCUS) revealed that ready-to-drink (RTD) beverages were the fastest growing spirits category by revenue in 2023, with sales up 26.8 per cent in the US. No wonder then that brands are experimenting with their own RTDs.
To explore the ready-to-drink world, we’ve rounded up some of the last month’s RTD and premixed drink news, including new releases and partnerships.
This month, there’s an update from BrewDog, and Catalyst Spirits reveals an RTD collaboration with an Ultimate Fighting Champion. Read on for The Drinks Report’s ready-to-drink report.
Wonderland by BrewDog arrives at Tesco
In September, brewer and distiller BrewDog revealed Wonderland, its range of five ready-to-drink cocktails: Margarita, Espresso Martini, Passionfruit Martini, Mojito, and Cantarito Paloma. Now, the canned cocktails have made their way to Tesco’s shelves. 
Catalyst Spirits enters RTD market with UFC collaboration
Catalyst Spirits has created Howler Head & Cola, using its Howler Head super-premium banana-flavoured bourbon whisky. Acting as global brand ambassador for Howler Head and promoting the new release is Ultimate Fighting Champion (UFC) Robert Whittaker. Howler Head & Cola is now available in Whittaker’s native Australia. 
Altos Tequila releases Margarita
A twist on the RTD category, Altos Tequila has released a bottled ready-to-serve premixed lime Margarita. Sold in a 750ml bottle, the Margarita is mixed and ready to pour. 
Nohrlund partners for UK on-trade expansion
Danish draught cocktail brand Nohrlund has partnered with event and venue management company ASM Global. Through the deal, Nohrlund’s range of organic premixed drinks will be available for purchase in venues throughout the UK.

5 March 2024 - Lucy Schofield